Media duties continue to be part of the offering, but not a priority for Dubai agency.
The 25-year-old Dubai-based Liwa Advertising is zooming in on branded video content. It was an area that came into focus for the agency when Sagar Rege, the son of agency founders Suhas and Priti, joined the business formally after a course in films from the US, in 2006-’07.
Back then, all the areas of business (print, radio, BTL included) contributed 95 per cent of revenues, while the rest came from ‘moving content’, explains Rahul Kantharia, COO, who came on board two years ago. “Today, it is a happy situation of 55:45, with branded content being a huge part of the business,” he reveal
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It’s good to see branded content growing in the region… as long as it is up to the standards.
I am sorry to say but Liwa’s work for Emirates NBD (Shake.. Shake… Shake) is NOT the kind of branded content I would like to see in this region. It is disappointing.